Demand Media Brand Guidelines

BRAND
GUIDELINES
VERSION 1
JANUARY 2013
Brand Guidelines
V1
Demand Media
brand@demandmedia.com
Demand Media
INTRO 03
IDENTITY
Logo 06
Logo Clear Space 07
Logo Placement 08
Logo Sizes 09
Logo Colors 10
Logo Misuses 12
Attribution logo 13
TYPOGRAPHY
Print Typeface 17
Web Typeface 19
Typesetting Guides 20
GRAPHIC ELEMENTS
Color Palette 22
Graphic Arrows 24
Photography 35
Icons 38
DESIGN EXAMPLES
Business Communications 45
Visual Examples 47
Brand Guidelines
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CONTENTS
3 Brand Guidelines
V1
WELCOME TO THE NEW DEMAND MEDIA
BRAND GUIDELINES. THESE GUIDELINES EXIST
TO MAKE US LOOK CONSISTENTLY AWESOME!
FOLLOW THESE GUIDELINES AS YOU CREATE
MARKETING MATERIALS, INTERNAL AND
EXTERNAL COMMUNICATIONS.
Brand Guidelines
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Demand Media
OUR DESIGN FOUNDATION
Our brand is more than our logo. It is a design scheme
made up of a number of core elements and guiding
principles that combine to create a distinctive look and
feel that is immediately recognisable as Demand Media.
This guide will help to familiarize you with the core
brand elements to assist you in designing and producing
dynamic and powerful communications with a degree of
exibility.
If unsure, just ask us at brand@demandmedia.com
(We dont bite).
Brand Guidelines
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Demand Media
4 Introduction
Our new brand identity is all about demonstrating how
Demand Media is a touchpoint in peoples real lives.

We connect people to content thats relevant to them.
We connect businesses to the web.
We connect brands with people and people with brands.

Every second of every day people click, swipe, and tap
into Content For Real Life on one of our sites. More than
100 million people come to us every monththats more
than 1 in 3 Americans online. Were there to help them
navigate their lives, satisfy their cravings, explore their
interests, and expand their horizons.
We also give businesses the power to connect with their
audience in more meaningful waysthrough websites,
through advertising solutions, and through social
conversations.

This is what our branding is all aboutconnecting, serving
as a touchpoint, and meeting people where they are.
WHAT WERE ABOUT
Brand Guidelines
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Identity Demand Media
5
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Identity Brand Guidelines
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Demand Media
6
OUR LOGO
Here it is againour logo. Our logo is the
most visible element of our identitya
universal signature across all Demand
Media communications. Its a guarantee of
quality that unites our diverse products and
services.
We use the same version in print, on screen,
and on the side of our buildings. Its simple.
Easy to understand. No drop shadows, no
glossy reections, no ashy graphic efects.
Our logo is a bold, simple, graphic
statement. It signies a touchpoint, and a
connection.
The logo is made up of two elements: the
symbol and the logotype.
While it is a simple logo, we must treat
it nicely. The following pages cover the
correct usage to ensure the logo always
looks its best.
Symbol Logotype
Logo
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EVERYONE NEEDS A
LITTLE PERSONAL SPACE
LOGO CLEAR SPACE
To ensure that our signature versions are clearly
visible in all applications, surround them with
sufcient clear space free of type, graphics,
and other elements that might cause visual clut-
terto maximize the recognition and impact of
our identity.
To ensure the integrity and legibility of the logo
lock-ups, the area directly surrounding them
should be protected.
When the logotype or full name is used, a clear
space of 50% the symbols height should be
maintained.
In special circumstances when a 50% clear zone
isnt available or possible, use the second option
of 25% clear space.
50%
50% Clear space
Note: the logotype typography has been carefully spaced,
and should not be changed, or re-typed. The D and M
are vertically aligned, in addition to the e and a.
25%
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Demand Media
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EVERYTHING IN ITS
RIGHT PLACE
LOGO CLEAR SPACE
We like to avoid placing the logo smack
dab in the middle of an area.
On any given formatlandscape or
verticalthe preferred logo placement is
in any corner position, or center aligned
at the right or left. Center position.
Corner position.
Centering the logo
looks generic and
predictable
: (
Much better
: )
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Demand Media
9
GOOD THINGS COME IN
SMALL SIZES
MINIMUM LOGO SIZE
There are no predetermined sizes for the
Demand Media logo. Scale and propor-
tion should be determined by the available
space, aesthetics, function and visibility.
There is no preset maximum size for the
logo. In print the minimum size is 0.8.
For digital uses the minimum size for the
standard logo is 100 pixels. 100
pixels is the smallest size apart from when
using an ICO. There is a specic le for
ICOs which is a 16px tall le.
Logo
Large scale use Small scale use
Minimum size
0.8 / 100px
Symbol Favicon (ICO le)
Minimum size
0.375 / 30 px
16 px
HELP US KEEP OUR
LAWYERS HAPPY
USING THE REGISTERED LOGO
To protect our logo we use a Registered
symbol alongside our logo. This is used in
all major outward-facing brand communica-
tions, such as our website and advertising.
For internal communications, and branded
promotional itemssuch as notepads,
T-shirts, water bottlesthe standard logo
can be used.
The registered logo has been created in
two sizes - large and small. The large scale
version will cover most uses, and the small
scale version is intended mainly for use on
the web.
Scale width between:
0.8 1.2
100 150 px
Scale width between:
1.2 upward
150px upward
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10
In certain instances, such
as on the Demand Media
website, a vibrant color
logo may not be appropri-
ate, and may potentially
clash with other colors. In
these instances, an all gray
logo can be used.
Color logo on white backgrounds
White logo on color backgrounds
Always us a gray
logotype
When using the logo on a
color background, both the
symbol and logotype should
appear white. The logotype
should never appear in gray.
When using the logo on a
white background, the logo-
type should always appear in
gray, never in a vibrant color,
and never in solid black.
PICK A COLOR
ANY COLOR
Our logo or background color may be
any color within the Demand Media
color palette. Contrast is importantuse
a white logo on color backgrounds and a
color logo on white backgrounds.
See pages 21 & 22 for detailed color
information and color values.
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Demand Media
11
MONOCHROME LOGOS
The preferred color for our logo is in one
of our vibrant colors. In some cases, a
full color logo may not be practical or
possible due to limitations in printing.
For these instances we may use a gray
version (made as a 75% tint of black) or
a one-color black or white logo.
BACKGROUND IMAGES
Our logo may also be used on an
image background with sufcient
contrast. Use an all-gray logo for use
on light colored backgrounds, and an
all-white version for dark backgrounds.
When placing the logo onto imagery,
please ensure that it is placed within
an uncluttered image area to allow for
maximum legibillity and visibility.
Dark-colored, uncluttered imagery Light-colored, uncluttered imagery
75% Black logo on white
background
Black logo on white background White logo on 75% black
background
White logo on black background
Two-tone version for black
backgrounds.
White symbol, gray logotype
In special uses when the logo
appears on a black background
(for example T-shirts, Tote
bags), a two-tone logo is pre-
ferred. In this logo, the symbol
should appear in white, and the
logotype should appear in the
following gray color (depending
on application for print or web):

Pantone Cool Gray 8
45% black
R163 G166 B168
Do not use a color logo on a
photographic image.
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12
PLEASE DONT...
To maintain the integrity of the Demand
Media logo, and to promote the
consistency of the brand, it is important
to use the logo as described in these
guidelines.
The examples shown here illustrate
possible misuses of the Demand Media
logo that should be avoided.
DONT place the logo on a color
without sufcient contrast
DONT use gray or black on a
color background
DONT use over a busy image
DONT create a logo lockup with text DONT change the proportions
between the symbol and logotype
DONT rearrange the logo elements.
DONT stretch the logo DONT create a gradient logo
DONT use the symbol as a holding
shape for imagery or graphics
CONTENT FOR REAL LIFE
DONT rotate the logo
DONT mix colors from the palette
DONT use non-approved colors
DONT outline the logo
DONT create a pattern with the logo
DONT add a drop shadow to the logo DONT add reections or any other
graphic lters to the logo
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DRIVEN BY...
ATTRIBUTION BADGE
We have created these attribution badges
to help strengthen and build equity in
the masterbrand, and to create a clear
relationship between Demand Media and
the various sites we own, operate, and
for which we generate content. Used
consistently and accurately, this badge will
build awareness for our brand across our
entire network.
Built from our primary logo, this badge
includes the moniker Driven by as an
indication of the role Demand Media plays
regarding our various properties and
content creators.
Our logo color palette has been designed
to adapt to a variety of applications.
When using the attribution badge, choose
the color logo that closest matches or
compliments the website it appears on. For
example, Livestrong.com features a yellow
color palette, so a yellow attribution badge
should be used. eHow.com features a green
color palette so a green attribution badge
should be used.
Examples are shown on page 14.
1 2 2
Attribution Logo Placement
Attribution Logo Logo Colors
Primary Placement Centre Secondary Placement Left Secondary Placement Right
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eHow Dominant website color, Green > Green Demand Media Logo > Secondary placement
Livestrong Dominant website color, Yellow > Yellow Demand Media Logo > Primary placement There may be instances where the background color of a website doesnt sit comfortably with the
Demand Media approved logo colors, or does not provide enough contrast to render the logo legible
(examples below). In these cases and all white or all gray logo should be used.
Cracked.com Dominant website color, Red > Red Demand Media Logo > Primary placement eNom Dominant website color, Blue > Blue Demand Media Logo > Secondary placement
IndieClick Dominant website color, Yellow > Yellow Demand Media Logo > Secondary placement
Illegible
Color clashes
Use White
logo
Use Gray
logo
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Primary logo
Registered logo (Reg)
For Print:
Folder location:
Print > Pantone_U
Print > Pantone_C
Print > CMYK_U
Print > CMYK_C
Filename example:
DM_Primary_Pantone_C_ Darkblue.eps
(color name varies for each logo color)
For Print:
Folder location:
Print > Reg_Pantone_U
Print > Reg_Pantone_C
Print > Reg_CMYK_U
Print > Reg_CMYK_C
Filename example:
DM_Reg_Pantone_C_Darkblue.eps
For Screen:
Folder location:
Screen > Attribution_RGB
Filename example:
DM_attribution_RGB_Darkblue.png
For Screen:
Folder location:
Screen > RGB
Filename example:
DM_Primary_RGB_Darkblue.eps
For Screen:
Folder location:
Screen > Reg_RGB
Filename example:
DM_Reg_RGB_Darkblue.png
Folder location:
Screen > RGB_Reg_ Small Scale Use
Filename example:
DM_Reg_Small_RGB_Darkblue.png
1 color positive logo
Folder location:
Print > 1 color
Filename:
DM_Primary_1col.eps
1 color reversed logo
Folder location:
Print_1 color
Filename:
DM_Primary_1col_Rev.eps
Reversed logos (for use on black websites)
Folder location:
Screen > Attribution_RGB_Rev
Filename:
DM_attribution_RGB_Rev_Darkblue.png
FILE FORMATS
Our signatures come in a variety of
formats for use in a range of applications.
On this page, each le is categorized
using the naming key listed below. Use
the PNG logos for all screen-based
applications, such as PowerPoint and
the web. For print applications, use the
Illustrator artwork with the EPS extension.
To obtain digital artwork, please contact
brand@demandmedia.com.
File naming key
DM Demand Media
Primary Main logo (not registered)
Reg Registered logo
Small Small scale use logo
Attribution Driven by Demand Media version
RGB RGB color
CMYK CMYK color
Pantone_U Uncoated Paper application
Pantone_C Coated Paper application
Darkblue The darker blue logo
LIghtblue The lighter blue logo
Darkgreen The darker green logo
Lightgreen The lighter green logo
Yellow The yellow logo
Red The red logo
Gray The gray logo
1 color One color logo (black)
Rev Reversed logo (white)
Large scale use
Available in all logo colors
Registered logo (Reg) small scale use
Attribution logo
Brand Guidelines
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ROUNDED
FRIENDLY
SIMPLE
CLEAR
ELEGANT
PRECISE
GEOMETRIC
A FRIENDLY FACE
GOTHAM ROUNDED IS
OUR TYPEFACE. WE USE
IT IN TWO WEIGHTS
BOLD AND MEDIUM.
Typography is an important aspect of
our brand identity. Our typographic style
contributes to our distinctive aesthetic.
The typography usage examples on the
following pages should be followed to
ensure all of our communications appear
consistent.

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GOTHAM ROUNDED BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &*#@?!/+(.,:;)
GOTHAM ROUNDED MEDIUM
0123456789 &*#@?!/+(.,:;)
OUR TYPEFACE:
USE IN PRINT
Gotham Rounded Bold is used for all
headlines and titles.
Gotham Rounded Medium is used
for the Demand Media logotype.
It should also be used for all
standard body-copy.
Gotham Rounded is designed
and distributed by New York type
foundry Hoeer & Frere-Jones.
It can be purchased directly here.
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Arial / Arial Bold
PROXIMA NOVA SOFT MEDIUM
0123456789 &*#@?!/+(.,:;)
OUR TYPEFACE:
USE FOR WEB
Since Gotham Rounded is currently
not available as a webfont, we have
substituted it with a close alternative
called Proxima Nova Soft.
As with Gotham Rounded, we use the
Bold weight for headlines, and Medium
for body copy.
Proxima Nova Soft Medium and Bold
can be purchased directly here.
SECONDARY TYPEFACE:
USE FOR POWERPOINT
In cases where a standard system font
is requiredsuch as sales presentation
Powerpoint documentsArial Regular
and Bold should be used.
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DEMAND MEDIA, CONTENT
FOR REAL LIFE 15/17.25
As dollestiatum con pratem dolupta dolor sint
molessendam, idus minctas sunteni mpores
et voluptiant quat hiliquam non pel minctisite
oditas adis ent eicimpo riteces equisitibus
arumend ererchitem quidero reperum quiatur
sequias etum ni re est que endi cuptat. 15/18.75
FOR REAL LIFE 20/23

sequias etum ni re est que endi cuptat. 20/25
TYPESETTING GUIDES:
Typography is always ranged left. This
provides the eye with a constant starting
point for each line, making text easier
to read. The only exceptions are when
typesetting headlines with the Demand
Media arrowheads (see page 25)
When typesetting headlines, the leading
should be 15% larger than the type size. To
calculate, multiply the type size by .15 and
add the result to the typesize.
When setting body copy, the leading
should be 25% larger than the type size.
To calculate this, multiply the type size by
.25 and add result to the typesize. All type
should be be set to -20 tracking.
Body column width should ideally be
between 7-9 words long.
FOR REAL LIFE 10/11.5
sequias etum ni re est que endi cuptat. 10/12.5
Brand Guidelines
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Coated Paper
PANTONE 116 C
Uncoated Paper
PANTONE 115 U
R 254
G 203
B 0
HEX #FECB00
Coated
C 0
M 12
Y 100
K 0
Coated Paper
PANTONE 305 C
Uncoated Paper
PANTONE 305 U
R 70
G 212
B 230
HEX #3DD4E6
Coated
C 60
M 0
Y 7
K 0
Coated Paper
PANTONE COOL GRAY 10 C
Uncoated Paper
PANTONE COOL GRAY 10 U
R 102
G 110
B 117
HEX #666E75
Coated
C 4
M 0
Y 0
K 75
Coated Paper
PANTONE 7479 C
Uncoated Paper
PANTONE 7479 U
R 50
G 209
B 126
HEX #32D17E
Coated
C 80
M 0
Y 65
K 0
Coated Paper
PANTONE 382 C
Uncoated Paper
PANTONE 381 U
R 200
G 215
B 0
HEX #C7D600
Coated
C 28
M 0
Y 92
K 0
Uncoated
C 0
M 12
Y 95
K 0
Coated Paper
PANTONE 285 C
Uncoated Paper
PANTONE 285 U
R 80
G 150
B 242
HEX #5096F2
Coated
C 90
M 48
Y 0
K 0
PICK A COLOR
ANY COLOR
OUR CORE COLORS
ARE WHAT GIVE US OUR
PERSONALITY. WERE
BRIGHT, BOLD, AND
COLORFUL.
Up until this page, youve been seeing an
all-gray logo. But an all gray logo would
be a bit boring, right? The Demand Media
logo can in fact appear in one of six
vibrant colors. And theres a dark gray
color for our typography, and for instances
where a color logo is not appropriate.
As you can see, our colors are VIBRANT.
When using the colors in print, it is impor-
tant to always seek to use Solid Pantone
inks. This way, all of our materials will be
consistent, and our colors look vibrant.
These same vibrant colors cannot be
achieved using standard CMYK printing.
Only use CMYK colors when absolutely
necessary.
Please note, when printing certain colors
onto coated or uncoated paper, the
Pantone color specied difers. Please re-
fer to the color breakdowns on this page.
Coated Paper
PANTONE WARM RED C
Uncoated Paper
PANTONE WARM RED U
R 250
G 84
B 54
HEX #F95336
Coated
C 0
M 86
Y 80
K 0
Uncoated
C 70
M 30
Y 0
K 0
Uncoated
C 58
M 0
Y 58
K 0
Uncoated
C 25
M 0
Y 84
K 0
Uncoated
C 4
M 0
Y 0
K 75
Uncoated
C 60
M 0
Y 10
K 0
Uncoated
C 0
M 70
Y 66
K 0
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Uncoated
C 0
M 0
Y 61
K 0
Uncoated
C 0
M 25
Y 10
K 0
Coated Paper
PANTONE 196 C
Uncoated Paper
PANTONE 196 U
R 255
G 202
B 192
HEX #FFCAC0
Coated
C 0
M 23
Y 5
K 0
Coated Paper
PANTONE 304 C
Uncoated Paper
PANTONE 304 U
R 154
G 222
B 239
HEX #9AE0EF
Coated
C 36
M 0
Y 6
K 0
Coated Paper
PANTONE 373 C
Uncoated Paper
PANTONE 372 U
R 212
G 229
B 138
HEX #D4E58A
Coated
C 20
M 0
Y 42
K 0
Coated Paper
PANTONE 100 C
Uncoated Paper
PANTONE 100 U
R 252
G 232
B 112
HEX #FCE870
Coated
C 0
M 0
Y 58
K 0
SECONDARY COLORS
Our color palette is bold, and in certain
instances it can appear too bold.
So weve created 6 additional pale colors
that can be used to support the primary
color palette. These secondary colors
should only be used when absolutely
necessary. Our preference is to only
use primary color palette across most
communications.
Secondary paletteWhen to use:
Charts or infographics
More expressive graphic communications
(such as posters)
Presentation slide backgrounds
How to use them:
Only use neutral colors for presentation
slide backgrounds.
Never use the secondary colors on
their own. They should only be used to
complement the core colors.
Examples of our color palette in use can be
seen on pages 31 and 32.
Please note, when printing certain colors
onto coated or uncoated paper, the
Pantone color specied difers. Please re-
fer to the color breakdowns on this page.
Coated Paper
PANTONE Cool Gray 1 C
Uncoated Paper
PANTONE Cool Gray 1 U
R 236
G 242
B 243
HEX #ECF2F3
Coated
C 3
M 2
Y 4
K 5
Coated Paper
WARM GRAY 4 C
Uncoated Paper
WARM GRAY 3 U
R 209
G 209
B 200
HEX #D1D1C8
Coated
C 9
M 11
Y 13
K 23
Uncoated
C 39
M 0
Y 11
K 0
Uncoated
C 4
M 3
Y 7
K 7
Uncoated
C 8
M 9
Y 11
K 121
Uncoated
C 20
M 0
Y 48
K 0
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FOLLOW THESE
DIRECTIONS
GRAPHIC ARROWHEADS
Our graphic identity is more than just our
logo, typeface, and colors.
An important part of our graphic look and
feel are the use of arrowheads. The arrows
are derived from our logo, and signify
connection and action.
Used alongside our bold color palette and
angled headline typography, the arrows
provide a bold and engaging graphic look
and feel to all our communications.
The following pages explain how the
arrowheads should be used with typogra-
phy, color, and photography.
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
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GRAPHIC ARROWS:
TYPE ALIGNMENT
When typography interacts with the
arrows, there are specic rules that
apply.
The examples on this page show the
various ways in which typography
relates to the arrows.
Typography blocks should always
relate to the 90 right angle created
by the arrows. Depending on the rota-
tion of the arrowss, typography will
vary from left aligned, to right aligned.
Typography can also be rotated 45
clockwise, anticlockwise, or remain
straight as shown in these examples.
The following pages provide some
detailed guidelines.
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Left aligned typography Left aligned typography non angled Right aligned typography
Left and right aligned typography within arrows Left and right aligned typography outside of arrows
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GRAPHIC ARROWS:
TYPE ALIGNMENT & ANGLES
Left alignment
Blue lines represent a clear
space border. The width of
the border is equal to 12%
total width of the arrow.
Right alignment
12%
100%
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LOREM IPSUM
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When placing text within the arrows, the
typography layout will vary depending
on the orientation of the arrow, and the
amount of text within the arrow. Please
follow the guides below, and on the
following pages.
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Demand Media
27
GRAPHIC ARROWS:
TYPE SIZE & LINE COUNT
3 lines of type
3 lines of type
4 lines of type
4 lines of type
5 lines of type
5 lines of type
6 lines of type (maximum)
6 lines of type (maximum)
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LOREM IPSUM
DOLOR AMET
CONSECTETUR
ADIPISCING
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LOREM IPSUM
DOLOR AMET
CONSECTETUR
ADIPISCING
PELLENESQUE
CURSUS.
LOREM
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OR AMET
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DIP RECING
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Left alignment
Right alignment
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GRAPHIC ARROWS:
OUTSIDE TYPE USAGE
As well as inside the arrows,
typography can be placed outside of
the arrows.
The typography alignment should
always relate to the right angle created
by the arrows.
Examples are shown here and on
page 33.
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Left alignment
Left alignment
Right alignment
Right alignment
V1
Demand Media
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GRAPHIC ARROWS:
USING CROPS
AND ANGLES
The Demand Media logo, and individual
graphic arrows can be cropped in diferent
ways to create dynamic layouts. Some
simple examples are shown here.
The arrows can appear in a variety of
layouts and directions to suit the needs of
the layout. The arrows can be rotated 90
or 45.
The arrows can either be used as a pair
(facing each other) or as standalone
directional arrows.
When using as a pair (examples 1, 3, 5 & 6)
the distance between the arrows should
always remain the same. Please do not
move arrows closer together, or further
apart.
1
4
2
5
3
6
V1
Demand Media
30
GRAPHIC ARROWS:
USING ARROWS AND
TYPOGRAPHY
An Adobe Illustrator le containing various
graphic arrow layouts can be found in the
brand assets folder:
Filename: DM_arrow_crops.ai
This le containds multiple editable layouts.
These will give you a starting point for
creating layouts.
Please note, you will need Adobe Illustrator
to edit and create design layouts.
Also note, you will need the font Gotham
Rounded Bold installed to edit the text.
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LOREM IPU
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LOREM IPU
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ETURADIP
CING ARET
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31
USING COLOR:
DOs
We have a vibrant color palette so we
need to be careful when using it to avoid
clashing colors.
Some general rules when using color:
When using our color palette, try to stick
to using a core color + white.
(see example 1)
When using two colors together, pick a
complimentary palette, such as two blue
shades, or two green shades
(see example 2)
You can use secondry colors to comple-
ment core colors, but as outlined above,
the colors should be complementary.
(see example 2)
Please only use two colors together in
addition to white.
(see example 3)
If in doubt, keep it simple.
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LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
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Below are some approved color combinations. Please note, some of these utilize our secondary pale colors.
Above: Any mix or core color + white is encouraged.
Above: When mixing core colors, stick to blue and green. Above: Use secondary colors to complement the core palette.
1. DO use our base colors with any white arrows 2. DO use colors that complement each other 3. DO use colors that complement each other
V1
Demand Media
32
USING COLOR:
DONTs
The examples on this page show how
not to use our colors. In fact they are so
garish you need sunglasses just to look
at them.
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LOREMIPU
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LOREMIPU
MADOLOR
AMET CONSE
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LOREMIPU
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AMET CONSE
ETURADIP
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LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
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LOREMIPU
MADOLOR
AMET CONSE
ETURADIP
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LOREMIPU
MADOLOR
AMET CONSE
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LOREMIPU
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LOREMIPU
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LOREMIPU
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LOREMIPU
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DONT use color combinations that are illegible DONT use 3 varying colors for all graphic elements DONT use clashing colors
Avoid these color combinations They clash and many are difcult to read
V1
Demand Media
33
GRAPHIC ARROWS:
USING PHOTOGRAPHY
Photography can either be placed within
the arrows, or can be used full bleed with
the arrows on top of the image.
When placing images within the arrows,
please be mindful of composition. Do not
crop out important parts of the image
(such as faces) and ensure that the outline
shape of the arrow is always clearly visible.
Some hypothetical examples are shown on
this page.
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LOREMIPU
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V1
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34
WHATS THAT YOU SAY?
SPEECH BUBBLE GRAPHIC
In addition to the core arrowhead shapes,
there is a speech bubble shape that can
be used in graphic layouts.
The speech bubble shape should always
contain typography, and should never be
used as a standalone shape.
Please refer to the guidelines on this page
that outline the correct distance relation-
ship between the typography and the
speech bubble.
An Adobe Illustrator le containing the
speech bubble can be found in the brand
assets folder:
Filename: DM_speechbubble.ai
Please note, you will need the font
Gotham Rounded Bold installed to edit the
typography.
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D
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=
1
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%
o
f
X
Height of
Speech
bubble = X
To calculate the correct distance relationship
from the type block to the speech bubble,
divide the height by 10%. This will give you
the correct border width.
V1
Demand Media
35
PRETTY PICTURES
PHOTOGRAPHY USAGE
Our photography captures a slice of
everyday life. Its never fake or frivolous.
It should make you feel like you are right
there in the room. Its about telling stories
through personalities, interactions, and
experiences. So it feels real, honest and
straightforward.
OUR APPROACH TO PHOTOGRAPHY
natural and relaxednot posed or artifcial
everyday and honestsomething we can
all relate to in real life (with warts and
all, our cofee cups are dirty, our boots
have mud on them, our shirts wrinkled
this makes them more believable)
personal and engagingcapturing
emotions and intimacy.
sometimes funny. Real life can be a little
weird, goofy, and funny. Were not afraid
to celebrate that.
V1
Demand Media
36
PHOTOGRAPHY USAGE
Further examples.
V1
Demand Media
37
PHOTOGRAPHY
DONTs
DONT use images where people are posing,
or are used as props like in a catalog
DONT use interior design that is not
lived-in, or is contrively staged
DONT use at, cold lighting
V1
Demand Media
38
THE MAKING OF
AN ICON
A number of icons have been designed
to communicate the many diferent types
of content we produce, and the many
diferent audiences we reach.
But please use the icons with restraint.
Yes, theyre cute, but please dont sprinkle
them on every brand communication.
They are there to support specic themes
in marketing communications.
The icons can appear in any of our
primary colors.
Please refer to the basic guidelines on
page 42.
All of these icons can be found in the le:
DM_all_icons.ai
FOOD HOME
V1
Demand Media
39
AUTO PETS ENTERTAINMENT
V1
Demand Media
40
MEDIA FINANCE TECHNOLOGY
V1
Demand Media
41
LIVESTRONG MOMS HEALTH
V1
Demand Media
42
STYLE
V1
Demand Media
43
PLEASE DONT...
Please follow the guides below
to keep us looking our best.
PLEASE DO...
Here are some examples of icons
used in a thoughtful way.
DONT squeeze text
inside of the icons
DONT add drop
shadows
DONT place icons
within other icons
DO group icons together
into compositions, but
please keep to 90 or 45
rotation of icons.
DO use them next to text or
call-to-action.
DONT replace letters
with icons
DONT overlap icons
DONT rotate icons
unless 90 or 45 as
part of a group
(see right).
LEARN
MORE
VIEW
SLIDESHOW
Brand Guidelines
V1
Design Examples Demand Media
44
S
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Brand Guidelines
V1
Demand Media
45
STATIONERY
Dear Name,
Pudis ea coreper esequia estrunt isitam expliquiam autem rempostinis voluptatur,
omnis imus rest, coribus re nis et di si dolentionse verior magnimos int eaturentur
sitenti onsequam ut magnihit aut volum aut quiaspe libuscilique none volo optibus
exernatis dusam quam fuga.
Ita denda nonectem eum volo blatest ibeatibustis elis ra quae magnatur solore ni
in corescipsant fugitibus, atur, omnis imil et quaturibus dolectatet moluptaquo bea-
tas sed mi, sapid quia nobitis simusae cor aut evel estrum, aute voloreptas quis
eturiam hitatur alique coritatur aciis eatiatur seque il ilibus cusam incia quiaectota
sectur andigeni dit, ipsam am, oditatemped ullab il ipsapero exerciae sintus derum
excestium veni dolest, quia ne ducilitatus duci num ant eum quas abo.
Is modipid magnam, sitassincil elliatum que volesed ut fugitiam fugiatem qui
restrum, solum et quo quia voluptatem restiunt fugiat andita conescius voluptate
cus sum libusdae. Ut voles et perferspero eaquaestium as et moluptiunto evelia de
min poreperumquo bea velit intintur, ullam nos nos res am, volendi sero voluptas
enectur?
Occae porem qui dem. Itas et autam faceat faccab ipiciam endebit atusae incid
molupturibus re, occuptatis vitatem quo offciat voloribusam comnimagniam nullam
ape simi, quia aut dolore por at quamet omnis magnimi, nem faceri tem arit haria
sequianiste am res in core sitatemqui ut il incte nullani mporese quidisquis dun-
dantis sim sequae quaerum que sapid unt ipictota dolest adit quia nobis unt quo
veratiis et auta earum quo volest, simusapit, ius magnisitas eicabo.
Et od eos nist aliqui qui tempeliatum nonse sum ea eaque cone comnimi, nestis et
fuga. Iquiatquia sequidelest, alit fugit fugiaes diat.
Regards,
John Smith
Mr John Smith
Company Title
340 Bryant Street
San Francisco
CA 94107
USA
Date:
03.05.2011
1333 2ND STREET STE 100
SANTA MONICA
CA. 90402
WWW.DEMANDMEDIA.COM
P/ 310.123.4567
F/ 310.123.4567
E/ ACCOUNTS@DEMANDMEDIA.COM
Helvetica Regular
10pt on 13pt linespacing
Helvetica Regular
10pt on 13pt linespacing
Digital letterhead template. Filename: DM_letterhead.doc
Envelope
Design Examples
Design Examples Brand Guidelines
V1
Demand Media
46
BUSINESS COMMUNICATIONS DIGITAL
Email Signature
Peter Luttrell
SVP Ad Solutions & Brand Management
Demand Media
1333 2nd Street Ste 100
Santa Monica, CA. 90402
www.demandmedia.com
peter.luttrell@demandmedia.com
310.917.6438
Dear Sir,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius faucibus ornare, ante metus
eleifend dolor, ac porta nunc nisi elementum orci. Phasellus a ipsum eros. Donec mattis nunc et urna faucibus
quis laoreet magna eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo faucibus
accumsan.
Best Regards,
Nest
From: John Smith
Subject: Brand Guidelines
Date: May 25, 2011 10:14AM GMT
Cc:
Peter Luttrell
SVP Ad Solutions & Brand Management
Demand Media
1333 2nd Street Ste 100
Santa Monica, CA. 90402
www.demandmedia.com
peter.luttrell@demandmedia.com
310.917.6438
Arial Regular and Bold

12px typesize
14px linespacing
Color
R 102
G 110
B 118
Horizontal lines:
Repeated em-Dash
(Option key plus )
Color
R209
G211
B212
Horizontal lines should be
at a length, depending on
the staf name and title
(longest line)
Brand Guidelines
V1
Demand Media
47
WEBSITE
Design Examples
Brand Guidelines
V1
Demand Media
48
INTERNAL PRINT
Design Examples
Notebook: The arrow has been adapted to create a pencil
Shown on the following pages are
hypothetical examples, showing the brand
identity applied across various materials.
New Employee Handbook: Embossed arrows onto neutral kraft card Annual Report cover:
Brand Guidelines
V1
Demand Media
49
INTERNAL WALL GRAPHICS POSTER TOTE BAG
Design Examples
Brand Guidelines
V1
Demand Media
50
If youve just read these guidelines, you have
our appreciation. It means you share our belief
in details and quality. We know applying these
principles takes time and efort, but the stories
we tell in all our Demand Media communications
will be stronger for it.
If you ever have additional questions about our
visual identity and its application in design, dont
hesitate to contact brand@demandmedia.com
Thank you.
DESIGN MATTERS

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